Facebook Ads Tools keep expanding to allow marketers to reach very specific audiences. With so many targeting options that keep evolving, it’s hard to keep up!
Facebook advertisements are often targeted, meaning the ads shown to different people are based on their online behaviour. So if you’ve recently shopped online, you’ll be sure to find your Facebook ads enticing you to shop some more.
Today, we are focusing on two of these tools that will help you harness the power of Ads:
- Job Title Targeting
- Video Ads
Facebook now has two advertising opportunities for businesses that would like to expand their reach to a wider audience. These two options are job targeting ads, and video ads.
Facebook Job Title Targeting is back
Job targeting allows you to choose groups of people with specific job titles so that you may advertise to them.
This tool was launched in 2014, then removed and now it’s back to ease the tempers of angry marketers.
For instance, users whose job titles are related to a medical field (nurses, surgeons, physical therapists, etc.) may be the target for ads for medical equipment, or recruitment agencies for hospital staff. This is a lot like what you can do on LinkedIn. With this feature, you now have a better way to reach a business-to-business audience.
Some experts still see some of the downsides of this feature, even after it’s grand return:
- Not everyone lists their job title on their Facebook profile.
- Facebook data set for job titles may not be comprehensive enough to use as a reference for targeting certain users.
Facebook Video Ads
Video Ads are huge right now –we’ve all seen those Ads on Youtube a gazillion times–. Also, you may have visited many sites where a 15-second video ad suddenly starts playing on mute. Facebook is doing the same.
Unlike the typical banner-type ads, the videos are practically guaranteed to catch your attention because of its movement. Facebook has also stated that they are working with a company that allows advertisers to test how effective their videos are. They also assess the content of each ad before it gets a go signal to appear in News Feeds.
This initial outline of the video advertising option also comes with its own setbacks:
- Video ads must be of high quality and must stick to the content guidelines of the Facebook video ad specs. In line with this, they will most likely be too expensive for smaller companies.
- Users are less likely to be thrilled with the idea of a video suddenly playing when they’re browsing their newsfeed.
- Even though the videos will be on mute and may not bother some users, those who have a bandwidth limit on their Internet connection will not appreciate ads taking up paid bandwidth space.
Advertisements are everywhere, both in the real world and in the virtual world. Businesses are constantly under pressure to come up with better ways of advertising to potential buyers or clients. These Facebook advertising options may be a huge step for some businesses, but their implications on users should also be taken into consideration.